Dubai chocolate - info & recipe for the social media trend

The hype surrounding chocolate from Dubai

In November 2024, Swiss chocolate manufacturer Lindt announced that it would be releasing a limited edition of Dubai chocolate. These were handmade chocolate bars that were sold in turn in various Lindt boutiques - and later online. Queues formed outside the stores with long waiting times. But where did the high demand for Dubai chocolate come from?

The beginnings of chocolate on TikTok

The beginnings of the Dubai chocolate hype can be found on the social media platform TikTok. At the end of 2023, food TikToker Maria Veheras published a video in which she tasted pistachio chocolate. The video now has over 75 million views and around five million likes. It is considered to be the video that triggered the chocolate hype in Europe. There are now around 120,000 videos on TikTok that have been tagged with the hashtag “dubaichocolate”.

What makes the chocolate from Dubai so special?

But why do so many people enjoy watching influencers try this chocolate - and why do they want to try the bar for themselves? The chocolate impresses at first glance with its appealing appearance - colorful patterns and extravagant toppings with nuts distinguish it from regular chocolate.

The rich green filling of the Dubai chocolate is also something very special: it consists of a pistachio cream and kadayif fried in butter. These are wafer-thin, crispy threads of dough that are often used in oriental cuisine, for example to make baklava. In German-speaking countries, kadayif is also known as angel hair. The bars are usually covered in milk chocolate, although dark chocolate is also sometimes used. The mixture of soft, creamy and crunchy creates appealing visual and acoustic stimuli for viewers on social media. This makes many people want to try the sweet themselves.

Hype in retail

After the uproar on TikTok, the question inevitably followed: Where can you buy the chocolate outside of Dubai? Actually, the chocolate was exclusively available from a Dubai-based chocolate manufacturer called “Fix Dessert Chocolatier”. Due to the hype surrounding the exclusive treat, local businesses such as patisseries and bakeries quickly began to offer their own versions of the chocolate. Then, little by little, copies appeared in mainstream supermarkets and Lindt announced the production of its own. However, the virality of Dubai chocolate is reflected in its high price. Consumers usually have to spend between ten and 20 euros for a bar. On online marketplaces such as eBay, the chocolate reached top prices of up to 600 euros.

Is the chocolate in Dubai made from camel's milk?

Dubai chocolate has a hefty price tag. There is now speculation online as to whether the price is so high because the original is camel's milk chocolate from Dubai. However, this is not the case. “Fix Dessert Chocolatier” uses regular milk or dark chocolate from Switzerland to make its famous chocolate bar.

But where do the rumors about camel chocolate from Dubai come from? You can actually buy chocolate made from camel's milk in Dubai. It is now also available online. Camel milk has been an important source of food for nomadic cultures in Arab countries for centuries. The milk is less fatty than cow's milk and contains more vitamins and minerals. Many people find it creamier and slightly saltier in taste. In addition to camel milk chocolate, Dubai also exports other camel milk products such as cheese, yogurt and even body care products.